PPC is essentially the advertising of a company in search results or on another website to generate more traffic back to the advertiser's site. Paid advertising is a model that targets consumers online using different formats, such as a social media ad or a search ad, depending on the interests or the intentions of consumers. In fact, it has become so common that, in recent years, PPC has basically come to mean “paid search”. While paid search focuses more on keywords, paid social networks expand to a demographic approach, leading to more ways to segment your profile.
Unlike paid search, Paid Social also offers advertisers many more options, such as the ability to segment specific interests and demographics. SEO (search engine optimization) refers to the organic, unpaid tactics that a company employs to improve or optimize the search engine rankings of its website. There are many different types of paid advertising campaigns, and the one you choose depends on where you can reach your audience. You shouldn't abandon all your search engine optimization (SEO) efforts altogether, your paid advertising should complement your SEO strategy rather than replace it.
Basically, “paid search” refers to all the ads you can place on search engine result pages (SERPs), such as Google results pages, Bing, and more. For example, many marketers use the terms “paid search” and “PPC” interchangeably, but for those just starting out, it's worth understanding that they're not always the same thing. We've already described some of the three-letter abbreviations that appear in connection with paid searches, but here's a full list of what each one refers to. Paid social networks, on the other hand, can vary widely, including display ads with different formats, video ads, and text ads.
Paid search refers to all the ads you can place on search engine results pages (SERPs), such as Google results pages, Bing, and more. All of this, together with access to the websites and products of each search engine's affiliate network, and the ability to schedule ads and target them to specific locations and times, make paid searches an essential part of your marketing strategy. While PPC ads are perhaps the most common in paid search marketing, advertisers can also set up CPM (cost per million) ads, where advertisers only pay once a thousand people have seen the ad. You no longer have to bet on ads you've prepaid for in other media, with few ways to measure their success.
SEM is a general term that encompasses both paid advertising and search engine optimization, that is, the organic ranking of keywords. As you can see in the screenshot, the results of paid searches can be found in the carousel at the top, marked with the term “Sponsored”.